Payne, Adrian. <br/><br/>
The essence of services marketing / 
Adrian Payne. 
 - New York ;  London :  Prentice Hall,  c1993. 
 - x,253p. :  ill. ;  23cm. 
 - The Essence of management series .
 - Essence of management series. .
<br/><br/> Bibliography: p246-248. - Includes index. 
<br/><br/>Includes bibliographical references (p. 246-248) and index. 
<br/><br/>Chapter 1. The nature of services marketing -- Chapter 2. Services marketing and relationship marketing -- Chapter 3. Developing an effective service mission -- Chapter 4. Services market segmentation -- Chapter 5. Positioning and differentiation of services -- Chapter 6. The services marketing mix -- Chapter 7. Marketing plans for services -- The customer-focused service  organization 
<br/><br/> Explains the key concepts in marketing as they relate to services marketing. The book discusses the marketing plan and the development of a customer-focused and marketing-orientated culture, and includes many real-life examples. 
<br/><br/><label>ISBN: </label>9780132848527 (pbk) :  No price 9780132848527 
<br/><br/><label>LCCN: </label>92033438 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Service industries--Marketing<br/>Sales & marketing<br/>Hospitality & service industries
<br/><br/><label>Subjects--Index Terms: </label>Service industries  Marketing 
<br/><br/><label>Dewey Class. No.: </label>658.802 PAY